La Folie Douce (translated as Sweet Madness) is extending its reach further across the Alps. Not satisfied at being the infamous mountain après destination in Val d’Isere, as well as being twin to the equally renowned Cafe Face in the centre of Val, it extended its presence to the resort of Val Thorens in the Trois Valleys for the 2010/11 season. It then further extends its reach in the Three Valleys, opening its third branch in Meribel in December 2012.
Folie Douce Nightclub in Val d’Isere, Meribel, Val Thorensa folie do
But it has aspirations beyond the Espace Killy and the Trois Vallees. The Folie Douce plans to open in the Southern Alpine resort of Alpe d’Huez and then the chi-chi resort of Megeve. Speaking to La Folie Douce’s Artistic Director, he was keen to stress that whilst the Folie Douce brand was consistent across all of the resorts, each establishment catered to the clientèle of the particular resort – from the layout of the terrace, to the drinks served, to the music and the beats per minute.
Val d’Isere and Meribel clientèle are very much bracketed together, aiming to attract those with a slightly deeper pockets. Val Thorens and Alpe d’Huez are to attract a possibly younger, not as wealthy, but just-as-keen-to-party crowd. Megeve will very much fall into the former category, attracting the bold and the beautiful from Geneva.
Alongside the Folie Douce bar/alpine clubbing, each of the establishments will have a ‘La Fruitiere’ restaurant that has an ‘authentic dairy co-operative’ feel, serving good Savoyard fayre, sourcing excellent quality ingredients locally, and serving them in blue jump suits! Not satisfied with just remaining in the food and drink trade, La Folie Douce has also launched a clothing range, a lifestyle magazine and also a music brand. The question is not if, but when will the Folie Douce seek to step outside the Alps and challenge other brands such as Cafe del Mar and Bhudda Bar in its quest for world party domination?
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